Hi and welcome to the OWN IT podcast, where we celebrate the growing number of (women and non-binary) ad agency owners and talk about buying out of the boys’ club of advertising, one agency at a time.
Today, we’re talking to Lauren Sweeney of Dotted Line. Her path to agency ownership is very different than most of us. She got started simply trying to help people grow their business. Her job before was a project manager at a financial institution. She even admitted she didn’t even know what an agency was, then started one.
Her fresh perspective on marketing has been a boon for clients and those of us who have gotten to know her.
She and I also have a few other things in common … we love the outdoors, are both rooted in our faith and our husbands are also entrepreneurs. As you can imagine, our talk was so wonderful. I’m sure you’ll enjoy it.
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The speaker emphasizes that her agency's success is built on countless failures and learnings. She views entrepreneurship not as winning or losing, but as winning or learning, which helps frame a positive mindset and encourages openness to new things and adapting along the way.
Instead of relying on a single mentor, the speaker advocates for creating an informal "board" of advisors. She strategically identifies areas where she needs to learn and then seeks out individuals with expertise in those specific domains, ranging from agency owners of different scales to CEOs of publicly traded companies, emphasizing preparation and follow-up to show value for their time.
The agency prioritizes "always be learning, growing, and improving" as a core value. They support this by providing resources like a library, annual learning and development plans with dedicated budgets, and a unique year-long leadership development program. This program focuses on practical skills for people leaders and aims to help employees reach their full potential.
Ownership requires a mental shift to prioritize revenue-generating activities. The speaker structures her schedule with intention, dedicating specific half-days for external, market-facing work (client meetings, prospecting) and others for internal strategic thinking or writing. This structured approach helps manage time effectively and prevents feeling overwhelmed.
The speaker acknowledges the significant challenges of ownership, including rejections, failures, and personal sacrifices made in the early years (e.g., unpaid work, skipping vacations). However, the greatest joy comes from the "people part" – creating a positive culture and helping employees grow and reach their potential, which she finds more fulfilling than external awards or headlines.
